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By Emily Pahl & Jhoanna Alvarez | Group 8

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Coke or Pepsi: An In-Depth Analysis of the Most Well-Known Soft Drink Rivals

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Coke or Pepsi: An In-Depth Analysis of the Most Well-Known Soft Drink Rivals

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-Founded in May of 1886 in Atlanta, Georgia at a local "soda fountain" called Jacob's Pharmacy.
-Within its first year of sales, the original Coca-Cola drink sales averaged to approximately 9 drinks sold per day.
-As the company grew in profit and popularity, Coca-Cola began heavily focusing on sustainability in order to minimize their carbon footprint and increase planet protection, ultimately solidifying sustainability as a concrete part of the brand's overall image and reputation.
-Today, the company produces over 200 different Coca-Cola products and brands in over 200 countries worldwide, making it an international success for over 135 years.

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-The name Coca-Cola ultimately was inspired from the two primary ingredients used in the recipe, coca leaves and kola nuts.
-The creator of Coca-Cola, chemist John Smith Pemberton,  had a bookkeeper friend named Frank Mason Robinson who is credited for coming up with the company name Coca-Cola, suggesting that the "two C's would look good in advertising."
-The original logos upheld more of a sophisticated, serious tone whereas the later logos appear more whimsical and bold, also adopting the color red as part of its signature image.
-While the logo alone does not necessarily imply what the company is selling (oftentimes an important part of establishing a logo is helping promote the overall product's image), yet due to its popularity, individuals all over the world are able to recognize the Coca-Cola logo as a symbol for a refreshing, sweet, carbonated beverage.

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Coca-Cola Advertising and Marketing Strategies

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Coca-Cola Advertising and Marketing Strategies

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"Why Coca-Cola Still Dominates the Beverage Market"
by: CNBC.
https://www.youtube.com/watch?v=jnnZT3Fm7Bo

-Coca-Cola is known for having various creative marketing strategies they utilize in order to draw attention and increase sales. This advertising creativity ranges from TV commercials, billboards, magazine ads, branding deals in movies, celebrity endorsements, contests & sweepstakes, and more.
-Some of the very popular Coca-Cola celebrity endorsements over the years have been: Taylor Swift, Lebron James, Courteney Cox, Selena Gomez, Penelope Cruz, Magic Johnson, Ryan Seacrest, and Michelle Kwan.
-Coca-Cola is known for using the concept of personalization and individual appeal within their advertising and marketing strategies. For example, when Coca-Cola launched their "Share a Coke" campaign in 2012 that included printing 100's of random, different names on Coca-Cola bottles all over the globe, sales skyrocketed because everyone wanted to buy a bottle with their name on it. Or, as the campaign name suggests, people were buying bottles of Coke for others when they saw their names on it and gifting them to loved ones and friends. In turn, still increasing overall product sales.
-Coca-Cola is known for repeating fan-favorited commercials, specifically advertisements particular to a season, holiday, or event. For example, the beloved "polar bear" featured in the Winter/Christmas television commercials for decades has been continuously brought back and reinvented throughout the years due to his unwavering love and popularity from consumers.

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Why Coca-Cola Still Dominates The Beverage Market

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-The sacred Coca-Cola recipe is supposedly tightly guarded in a high-security vault in order to protect its authenticity.
-Coca-Cola was originally invented as a syrup for medicinal aid purposes, specifically helping with headaches.
-Originally, Coca-Cola was only sold on tap until 1899 when three businessmen purchased the right to bottle the beverage.
-One of the company's early marketing strategies used to attempt to stand out from the competition was advertising a specific temperature at which the beverage should be sold at. They even went as far as having company representatives physically go to stores and retailers to ensure the beverage was being stored as optimum temperature for optimum taste.

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Soccer player Cristiano Ronaldo at a press conference.

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-In 2020, an environmental activism group filed a lawsuit against the Coca-Cola company claiming their advertisements and marketing campaigns promoting their environmentally conscious business practices were misleading to consumers and false.
-In 2021, famous soccer player Cristiano Ronaldo sparked conversation when, during a press conference, he promptly took two bottles of Coca-Cola that were sitting on the table in front of him and placed them out of reach, stating that the beverage is not healthy and encouraging the crowd to drink water and not sugary drinks. As a result of this incident, Coca-Cola sales plummeted due to the athlete's social impact.

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Feel free to scroll and listen as you go along!

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1898: Pepsi-Cola was named by pharmacist Caleb D. Bradham

1902: Bradham incorporated Pepsi-Cola Company.

1914-1918: Brand suffered financial losses during WW1

1931: Charles G. Guth changed chemistry & bottling of Pepsi-Cola

1950: Pepsi-Cola was greatly advertised

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Pepsi-Cola uses their logo to communicate brand’s message

1940: New logo stood out from the competition and showed support for US troops

1998: New logo communicates happiness

2008: New logo appeals to new and varied audiences emotionally

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Pepsi-Cola’s new logo resonates with the public on many levels

Brand jingles and slogans helped boost popularity and leverage competition

Celebrity figures helped the brand gain more recognition from many audiences

Superbowl commercials associate the brand with all things Superbowl

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Watch this video titled, "15 Things You Didn't Know About PEPSI."

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Pepsi-Cola accused of trivializing BLM movement

Kendall Jenner (White) hands Pepsi-Cola to police officer

Pepsi-Cola failed to deliver message of peace and unity

Effective communication involves sensitivity to context and empathy

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Coke or Pepsi: Brand Similarities and Differences

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Coke or Pepsi: Brand Similarities and Differences

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Utilize emotional appeals for growing their audience

Sponsor celebrities to increase brand appeal

Use similar colors in packaging to attract global audiences

Each company respectfully owns other soda products that share similarities in taste, such as lemon lime (Sprite vs. Sierra Mist), root beer (Barq's vs. Mug), and various styles of their original product (Diet Coke vs. Diet Pepsi, Coke Zero vs. Pepsi Max, Coca-Cola Wild Cherry vs. Pepsi Wild Cherry, etc.)

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Coca-Cola uses personalization to attract customers

Brand slogans promote different themes

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Listen to our Discussion of Findings Here